Factores de riesgo y beneficio percibidos en la intención de compra de consumidores de la movilidad colaborativa.
DOI:
https://doi.org/10.20983/novarua.2022.24.3Palabras clave:
Beneficio percibido, Riesgo percibido, Movilidad colaborativa, Comportamiento del consumidorResumen
Las empresas de la movilidad colaborativa como Uber deben comprender el comportamiento de compra del consumidor. El objetivo de la investigación es analizar la influencia de los riesgos y beneficios percibidos en la intención de compra de los consumidores de la movilidad colaborativa. A través de una regresión lineal múltiple y 473 datos de consumidores de Aguascalientes, se descubrió que el beneficio de conveniencia y el riesgo financiero tienen un fuerte impacto en la intención de compra. Los resultados sugieren que la comodidad es un gran incentivo mientras que los fraudes financieros ocasionarían complicaciones en el proceso de compra.
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